Digital discounter Flipp is announcing it is buying Reebee, its next closest competitor in the channel.

Downloaded over 50 million times since it was founded in 2007, Flipp’s app boasts that, on average, its digital flyer offers help shoppers save $45 on weekly groceries, as well as a range of other CPG products and also home improvement goods, electronics and apparel.

In 2020, Flipp launched a CPG-focused program to complement its retailer efforts, which include large retailers and brands across North America that use its platform to create, curate and distribute savings content to millions of highly-engaged shoppers daily.

The acquisition of Reebee will help Flipp expand its Shopper Consideration Platform. The Shopper Consideration Platform allows brands to create digital experiences from their savings and deal content, enabling them to intercept shoppers during the consideration phase of the shopper journey, and to drive trips and increase basket sizes.

Reebee, launched in 2012, currently has 2 million Canadian monthly users. Its 80 member team will continue to operate under the Reebee name as a Flipp subsidiary.

The company says the purchase significantly increases Flipp’s national reach and strengthens its position as the largest distributor of digital savings content.

“With the addition of Reebee, we have two of Canada’s most trusted shopping brands coming together to expand the Flipp Shopper Consideration Platform,” says Michael Silverman, CEO of Flipp.“We know Canadians spend an average of four hours per week deciding what to buy and where to buy, with 80% of shopping decisions made prior to entering the store.”

As director of retail partnerships Mark Smith recently told strategy, Reebee has evolved beyond simple price listings, to include household cross promotions, contesting and more elaborate, magazine-style landing pages.